Dr Hal MacFie

Consultant in Sensory & Consumer Science

Hal MacFie Training Services
Company Registration No: 7864651
Company Address: 43 Manor Road
Keynsham, Bristol BS31 1RB, UK
Contact Tel: (44) 0117 9863590

About Us!

Questionnaire Design for Consumer Research and Product Testing

Many sensory scientists start in sensory science and gradually undertake more consumer based surveys with no formal training in questionnaire design. This one day course summarizes the tools and concepts that would be taught in a market research course with special emphasis on the questionnaires that would be suitable in product based studies. The course will set a number of group exercises and model analyses based on the XLSTAT software will be supplied.

Hal MacFie

25 September 2018

MicroTek Cleveland Training & Meeting Rooms
3593 Green Road, Commerce Park Four Office Building
Suite 525, Beachwood, Ohio 44122

Course Organiser
Hal MacFie
For details and registration e-mail:

This course forms a hands-on introduction to those statistical methods needed by a sensory scientist. Mainly based around the use of SENPAQ and XLSTAT software, attendees will gain practical experience using real-life examples and will be able to save their work to take away with free copies of  SENPAQ and XLSTAT so they will be competent to start using their expertise from day 1 after the course.

NEW: Use our Virtual Training Room option and attend the class from the comfort of your office or home.


Dr. Hal MacFie is a statistician by training, with an international reputation in the areas of product assessment and consumer research. Author of over 100 scientific publications and three books, he was Head of Consumer Science at the Institute of Food Research, Reading England, before becoming Director of the Institute. He was for 20 years European editor of the Food Quality and Preference journal. Dr MacFie is now an independent consultant, and a Visiting Professor at Reading and Nottingham Universities and continues to develop innovative training courses for Sensory Professionals.

Course Outline  

9.00 Questionnaire design for market research surveys
Define the objectives of the survey
Determine the sample group
Confidence needed and sample size calculations

9.30 Question format
Leading questions
Closed questions
Open-ended questions
Double barrelled questions
The 'Other' category
Hypothetical questions
Format the questionnaire
Statement of your rationale
Demographic data
Design software

10.30 Conduct
Market research Society guidelines
Ethical aspects
Group exercises

Critique  published questionnaire trials

11.30 Reliability and validity testing of questionnaires and surveys.
Pilot test
Reliability and Cronbach’s alpha
Validity testing (content, criterion and construct)
Group exercise

Critique published trials for reliability and validity testing

12.30 Lunch

13.30 Scales and their analysis
Likert, category, Line scale, Open ended
Analysis of variance parametric and nonparametric
Factor analysis
Hands on exercises in XLSTAT

14.30 Designing Functional and Emotion measurement studies Personal questionnaires, Essense Profile versus CATA methodology
Deriving functional and emotional vocabularies

15.30 Designing Check all that Apply (CATA) questionnaire trials
Methodological studies
Order effects, question effects, eye-tracking results, performance testing, finding clusters

16.15 Designing Choice based conjoint trials
Theory, Conduct, Applications
Conceptual Profiling Practical design exercise
Setting up a choice based design using XLSTAT conjoin

17.30 Close

Course Venue

3593 Green Road, Commerce Park Four Office Building, Suite 525, Beachwood, Ohio 44122

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Close to shopping centers and local attractions like the Rock and Roll Home of Fame and Museum, MicroTek's Cleveland training facility is 9 miles from the center of Downtown Cleveland.  Select rooms are also equipped with MicroTek’s Virtual Training Room technology. These specially designed spaces utilize the latest in audio and video conferencing tools and allow customers to deliver rich, interactive training to both on-site and remote class participants. Public areas include café and lounge areas where training participants can relax between sessions.
Please see for details of hotels with discounted rates.

Yes: Please enrol me in Questionnaire Design for Consumer Research Ohio 25 Septemberl 2018

Attendance Fee: $1000.00 Includes lunch and course materials.
Remote attendance $600.00 Using MCLABS Virtual Training rooms (
    The costs include support from Mclabs staff and pdfs of course materials.

Fees reduced by 5% for members of academia - space limited.

Discounts: We offer a 5% discount on registrations when two or more people from the same company register for the same course, at the same time.
Registration Policy:  Registration is not final until payment is received. Unpaid spaces will be opened to new registrants 30 days ahead of courses.
Payment:  Payment may be made in US dollars, Euros or GB pounds via the Worldpay Gateway or into Currency accounts. Contact for routing and IBAN details of the currency account you require.
Refund policy: Cancellation of registration can be made up to 30 days ahead, and return of payments, minus reasonable administrative expenses, will be made for these cancellations. Cancellations within 15 to 30 days of the course start will receive a credit for a future course. Registrants who fail to attend or cancel less than 15 days prior to the seminar start date are responsible for the entire fee. Substitution of another person for the same course may be made at any time. 


Course Registration Fees



Number of Places

Course Fee


Virtual Training Room


Total: $

    Payments and Refund Policy    

Virtual Training Room
Attend training from the comfort of your home or office
Experience all the benefits of instructor-led training without the hassle of traveling. With Virtual Training Room, you can join a live training event from any location—whether you’re in a cube at work or at home, you’ll feel as if you are physically present in the classroom. Advanced classroom technology enables our presenters to deliver the same live instruction to you, whether you’re onsite and offsite.
Why Attend a Flex Class?
Convenience: Where you access a Flex Class is up to you. Join from a satellite classroom, virtual learning cube, home or office. All you need is a standard internet connection and a computer that has a camera and microphone.
Engaging Learning Event: Robust communication tools include two-way, high-definition video and audio, allowing you to interact with your instructor and fellow students as if you were physically present in the classroom. 
Easy-to-Use: No complicated software to buy or learn. The interface is intuitive and easy to navigate. In the event you need assistance, technical support is there to assist you pre, during and post event.

Joining a Virtual Training Room Event is Easy

  • No hardware or equipment to buy or install
  • No special software to learn
  • On call technical support (pre, during and post class)
  • Training prior to event upon request

We will send you a folder with all the class notes and exercises and you will be able to download the data sets. We will be able to watch you doing the exercises.

For electronic bank transfers: contact for IBAN details
Mailing address for registration and payment:
Dr H J H MacFie
43 Manor Road
Keynsham, Nr Bristol,
BS31 1RB, United Kingdom

Tel/Fax +44(0)1179863590

Electronic registration forms to